The team combined online and offline data in three ways for online activation. Sources with online user data (such as website traffic, purchase behavior, location data based on GPS) and offline purchasing behavior (such as purchase data based on the customer card) are combined into a Single View of the Customer (SVC). Through an RFM model, the customer data is analysed, so we know exactly who the most valuable HEMA customers are, how to activate them and reach potential HEMA customers.
3x More HEMA
Previously, the physical brochure was an important channel, but with the Single View of the Customer we’re able to serve more relevant messages to existing customers. Hema had insight into client purchase patterns and location preference. Combining this knowledge with generic searches and current offers allows for more relevant messaging to existing customers. With receipt data linked to the "More HEMA" card, online and in-store sales data is being leveraged in optimising online channels.
Personalisation of advertisements
Generic advertisements are now also personalized based on the customer's favourite product categories, such as baby, fashion, etc.
Via google cloud and the google marketing platforms the team combined the 'first party data' with 'third party look-a-likes'. Reaching not only top buyers, but also potential HEMA customers, who in terms of online behaviour are very similar to HEMA fans. From now on, they too will see more relevant digital advertisements based on generic search behaviour, performance and better segmentation through the use of auction time bidding strategies.